These guidelines are for the purpose of assisting online eCampaign senders
and their agencies in development and production of creative eCampaigns,
while remaining consistent with the Creative Advantage's eCampaign standards.
It is our intention to apply the guidelines fairly and consistently. These
guidelines were developed primarily for application by online eCampaign
senders, agencies and third party eCampaign networks.
General eCampaign Guidelines
The eCampaign sender is responsible for ensuring that its eCampaigns comply
with these guidelines, all applicable legal requirements and industry
eCampaign standards.
More specifically, it is the responsibility of the advertiser to assure
that:
1. The
eCampaigns are not in violation of any country, state or local anti-spamming,
data protection or related laws.
2. All
claims of product effectiveness are supported.
3. All
claims and demonstrations are consistent with a product's normal capabilities
including the limitations and directions for product use indicated on
labeling.
4. All
safety claims are adequately documented and supported by adequate valid
scientific evidence.
5. The
eCampaign content does not include claims or representations, direct or
implied, which are false or have the tendency to deceive, mislead or misrepresent.
6. The
eCampaign content does not include any unqualified references to safety
of product.
7. The
eCampaign does not use "Bait and Switch" tactics in which, for
example, the eCampaign senders feature goods or services not intended
for sale but designed to lure the public into purchasing higher priced
substitutes.
8. The
eCampaign does not use "subliminal perceptions" or other techniques
attempting to convey information to visitors by transmitting messages
below the threshold of normal awareness.
9. The
eCampaign content does not include or promote gambling or a sweepstakes,
lottery or other contest.
10. The
eCampaign content does not include or promote speculative investments
or "tips" on specific stocks, bonds, commodities or other ventures.
11. The
eCampaign content does not include or promote "900" numbers
or other types of audience/user paid eCampaign.
12. The
eCampaign content does not solicit funding from the audience/users.
13. The
eCampaign content does not include unacceptable products or services promoted
through eCampaigns devoted to an acceptable product.
14. The
eCampaign content is in compliance with the Creative Advantage, inc. eCampaign
Guidelines and Terms & Conditions and does not capture personal information
about users except as captured by the Creative Advantage as the service
provider.
the Creative Advantage, inc. Guidelines
the Creative Advantage, inc. sites will:
15. Retain
the right to refuse or subsequently remove eCampaigns.
16. Clearly
identify all eCampaign materials as being sent by you. We separate this
material from other content and tools.
17. Not
accept eCampaigns or links contained in eCampaigns regarding products
or services that, in our sole determination, are not compatible with our
mission, such as eCampaigns regarding firearms; alcohol; tobacco (cigarettes,
chewing tobacco, snuff tobacco and cigars); fireworks, ammunition; contraceptives;
abortion services; anti-law enforcement devices; products, services or
publications relating to illegal drugs; controversial issue eCampaigns;
tip sheets and race track publications; or pornographic products.
18. The
Creative Advantage, inc. will not accept eCampaigns that imply an endorsement
from the Creative Advantage, Inc.
19. Not
be responsible for the content of the eCampaign senders' eCampaigns or
linked sites.
20. Not
influence the way any search results for specific information by keyword
or topic are displayed.
21. Not
host "advertorial" content unless it is clearly identified as
such.
22. Retain
the right to institute an eCampaigns challenge procedure, in the Creative
Advantage's sole discretion, and to cancel any eCampaign by any eCampaign
sender who will not agree to follow such procedure, including release
of any claims against the Creative Advantage, inc. and affiliated entities.
23. Retain
the right to use a third party to generate monthly invoices, tracking
reports and campaign statistics for eCampaign senders.
24. Retain
the right to use a third party to routinely audit the eCampaign sender's
Websites.
25. Only
allow eCampaigns from approved eCampaign senders. The Creative Advantage,
inc. sites will have the ultimate decision for determining the eCampaigns
that will be accepted and displayed.
26. Retain
the right to remove eCampaign content which the Creative Advantage, inc.
has a good faith belief violates these eCampaign Guidelines, Terms and
Conditions, or any local, state, national or international law or regulation.
